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The rundown on my career so far; note that this is an abridged version. If you'd like to see my full career trajectory, download my resume or connect with me on LinkedIn.

Founder + Lead Strategist, Little Kernel Communications

  • Providing businesses and organizations with consulting and coaching in organic and paid social media strategy, content marketing strategy, creative strategy, and overall social media audits/diagnosis/solutions

  • Developing brand, creative, editorial and social media strategies for new and growing companies. Developed Spora Health’s brand strategy/brand book and social media strategy ahead of its first seed funding venture in November 2020; total funds raised was $1.2 million

  • Freelance writer of commissioned and pitched editorial pieces for local and national publishing organizations; past articles have been published in FLARE/Fashion Magazine, Canadian Business, and more

  • Providing thought leadership on social media marketing and strategy through public speaking, panel discussions and workshops; past clients include George Brown College, Toronto Metropolitan University (FKA Ryerson University),Toronto Public Library, The Good Partnership, CBC Newsworld, Global News Radio, and more

Marketing Director

  • Developed and executed a long-term marketing strategy for the organization (a biotechnology startup), including customer segmentation, channel strategy, and content development tactics, which to date has generated $USD15.4 million in pre-Series A investment

  • Lead research, development and execution of SEO strategy and copywriting for website redesign project

  • Provided thought leadership and cross-training to team members and senior leadership (including C-suite) on best practices for digital marketing, social media content best practices, experiential marketing, influencer marketing, partnerships, copywriting, analytics and reporting, creative content development and management, and more

Integrated Strategist,
Sister Merci

  • Planned and executed  advertising, marketing, influencer and PR initiatives and communications within the cannabis, CPG, transportation, healthcare, beverage and non-profit industries

  • Created, edited and delivered content and brand strategy briefs to internal teams for creative development and execution

  • Created measurement frameworks to establish KPIs for campaign success; analyzing and interpreting campaign results to determine conclusions, key learnings and next steps

  • Built brand architecture for new and existing using various research methods

  • Managed and developed junior strategists in various aspects of strategy practice (research, briefs, analytics, content strategy)

Senior Social Strategist,
Dentsu Creative

  • Lead creative strategy, ideation, paid and organic content planning, curation, creation, spend, and analysis for The Daily Pour, a collection of 22 wine and cider brands from the Arterra Wines Canada portfolio

  • Managed and mentored teams of Community Managers, Junior Strategists and Content Creators on immediate Arterra team (2 direct reports) and social-focused team members working on other Dentsu accounts, in a newsroom-style format

  • Created and maintained social media brand guides, social strategy documents, and creative briefs, ensuring that all content adheres to guidelines; training staff and freelancers as needed

  • Developed processes for content development, asset management, strategy development, internal agency and client review, content execution and reporting, modifying as necessary

  • Partnered with agency creative, strategy and account teams on ideation and brainstorming of high-stakes social campaigns and activations (i.e. Bodacious Wines’ #KeepCrushingIt campaign)

Brand Conversation Manager
Hudson Rouge

  • Lead social media creative strategy, paid and organic content creation and curation, copywriting, translation, editing, community management and analysis at The Lincoln Motor Company for luxury-minded Canadian audiences in English and French markets, working with social teams in the United States, Mexico, South Korea, China and the UAE

  • Advised and consulted on production and post-production of creative campaigns and materials for Twitter, Instagram, Facebook and YouTube with in-house staff and freelancers (producers, photographers, etc); managed a budget of $300K+

  • Design and execute “always-on” user-generated and influencer content strategy (#MyLincoln, #LincolnTakeaMoment)

  • Created strategic plans, conducting research and analysis and on-site supervision and content creation for experiential marketing activations related to the brand (i.e. The Broadview Hotel, PGA of Canada, Refinery29)

  • Analyzed, interpreted and reported quantitative and qualitative data from evergreen and campaign content cadences; presenting results and recommendations to clients

Communications Specialist, Digital Media

  • Lead social media and editorial content strategy and execution for the digital promotion of UNICEF Canada’s local activities and campaigns and UNICEF Global’s initiatives as applicable to Canadian audiences.

  • Created, developed and curated multimedia content for digital channels (social media, blog/website, newsletters, promotional videos) via editorial calendar planning and execution

  • Engaged the general public, private and government stakeholders, and prospective and present donors on international and domestic issues/campaigns, including humanitarian emergencies/crisis situations such as #ActionRohingya, raising over $12M in collaboration with the Humanitarian Coalition and Global Affairs Canada. Other major campaigns included #WorldChildrensDay, #OneYouth, and #SurvivalGifts

  • Consulted and advised various departments (major donors, community and corporate development, domestic and international policy) on social media and content strategy to achieve fundraising goals and create/nurture strategic relationships

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